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Beatriz Soler Bigas

Lecturer
Department of Marketing
Ramon Llull University
Spain

Biography

Beatriz Soler Bigas holds a degree and PhD in Psychology (UB) and a diploma in Marketing Management (EADA). She has taken postgraduate programmes in Business Management at IMD (Switzerland), Marketing Management at INSEAD (France), Industrial Marketing Management at the Kellogg School of Management (USA) and executive training at Harvard Business School (USA). She has extensive teaching experience in marketing and has taught on this subject for business schools in the United Kingdom, France, Holland, Sweden, Portugal and the United States. At ESADE, she is currently Lecturer in the Department of Marketing Management, where she delivers classes on Marketing Management, Brand Management and Business-to-Business Marketing in Senior Management Programmes, Open Programmes and Executive Education Programmes and in the Professional Master in Marketing Management. Her research covers three main areas: the improvement of methodologies and processes for brand creation and development, and the search for alternative strategies to improve traditional strategy efficiency; business-to-business brand building, and future of corporate marketing. Outside the academic sphere, her professional experience in Marketing has been gained in companies related with market research and advertising, and as consultant for national and multinational companies in various sectors. She has worked for companies and brands such as the Spanish Cancer Association (Asociación Española contra el Cáncer), ATO, Ausonia, Black & Decker, Codorniú, Cervezas Damm, Coca-Cola España, Colegio de Farmacéuticos (The Pharmaceutical Association), Consorci Hospitalari de Catalunya, Gallina Blanca-Ralston Purina, General Biscuits-LU, Gremio de Libreros y Editores (The Association of Booksellers and Publishers), Grupo PRISA, Ibercaja, IMAS Institut Municipal d'Assistència Sanitària, Laboratorios Merck-Igoda, Laboratorios Sanofi, Librerías Laie, 'la Caixa', Nutrexpa, Química Farmacéutica Bayer, RACC and Starlux, amongst others. She is a member of the Board of Directors of various companies. She has been a Professor at ESADE since 2003. Between 2005 and 2008, she was Director of the ESADE Brand Center.

Research Interest

Brand Management and altenative Brand strategies, Creation and development of B2B brands, Strategic Marketing and the future of the marketing function in the organizations, Innovation in Training of managers

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